Start Social Selling Now
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Transcript of Start Social Selling Now
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Start Social Selling Now
#SocialSellingNow
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Meet your social selling expert
#SocialSellingNow
Lindsay Brothers@LindsayBro
@LiveHive
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Brought to you by LiveHive
Sales Engagement Solution with analytics to better understand your prospects
#SocialSellingNow
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Agenda
#SocialSellingNow
1. Why you need to start social selling2. Where are your customers?3. Getting Started4. Developing your social selling “rep”5. Q & A
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Social Selling Defined
#SocialSellingNow
Social selling is selling via established social networks and relationships.
Leveraging your personal and social brand is extremely important in social selling.
Social Selling | Where are your customers? | Getting Started | Developing your rep | Q&A
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Why Social Selling?People want to buy from their friends and network.
75% of B2B buyers will likely use social media in the buying process.
Social media engagement keeps leads warm and can turn into conversion• According to a 2011 study at the Keller Research Center at
Baylor University, 4 out of 5 cold calls lead to outright rejection
• 10-12 touches on average required to convert a lead
Social Selling | Where are your customers? | Getting Started | Developing your rep | Q&A
#SocialSellingNow
Source: BEM, “A Case for Social Selling” 2013http://bit.ly/1lvVwgS
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Where are your customers?If you’re selling B2B, you need to spending time on LinkedIn, Google+ and even Twitter.
According to a Forrester Report from 2013, 74% of B2B decision makers use LinkedIn. 42% use Twitter.
If you’re feeling overwhelmed, stick to LinkedIn.
Social Selling | Where are your customers? | Getting Started | Developing your rep | Q&A
#SocialSellingNow
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Where are your customers?Facebook is generally used for personal sharing.
Pinterest, Facebook and Instagram are image-focused, which is great is you’re selling to consumers or if marketing tends to produce lots of images.
Social Selling | Where are your customers? | Getting Started | Developing your rep | Q&A
#SocialSellingNow
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Understanding your customers
• What do your customers care about? What interests them?
• Work with marketing to understand the buyer persona
• Learn from customers you have sold to. What would they like?
Social Selling | Where are your customers? | Getting Started | Developing your rep | Q&A
#SocialSellingNow
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Social Selling | Where are your customers? | Getting Started | Developing your rep | Q&A
Create a profile for sellingThe key isn’t to just share, but also make sure your profile reflects your messaging.
Include original content on your profile, link to interesting materials, and cater everything to how you can help your potential buyer.
#SocialSellingNow
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Social Selling | Where are your customers? | Getting Started | Developing your rep | Q&A
Refine your profile
Checklist Picture Complete summary Contact info Current position Content useful to buyer LOTS of connections
Check out LinkedIn Diva Lori Ruff’s fantastic profile for inspiration:
Linkedin.com/in/loriruff
#SocialSellingNow
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Social Selling | Where are your customers? | Getting Started | Developing your rep | Q&A
How do you grow connections?Connect with everyone!• Past and current customers• Anyone you’ve ever worked with• New connections from groups• LIONS (LinkedIn Open Networkers)• Friends, family, even people you
forgot from high school
The more people you connect with, the larger your audience.
If you feel overwhelmed, remove people from your newsfeed.
Connect 4? No, connect as much as you can!
#SocialSellingNow
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Finding content
Browse the web and company materials for content that is valuable
There are a number of great resources for finding content• Flipboard, Feedly or other RSS
reader• Industry blogs & publications• Company blog• Twitter - follow thought leaders,
hashtags, relevant publications• Follow thought and industry
leaders on LinkedIn
Social Selling | Where are your customers? | Getting Started | Developing your rep | Q&A
#SocialSellingNow
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Finding content
Clip and save content that you can share. Save good content for a rainy day.• There are many web clippers
online. Evernote and LiveHive have web clippers.
Content can be anything: invites to webinars, ebooks, blog posts, pictures… be creative!
Social Selling | Where are your customers? | Getting Started | Developing your rep | Q&A
#SocialSellingNow
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Share and personalize
• Sharing interesting content needs to be consistent and varied
• The 4-1-1 rule• 4 pieces of interesting/useful
content• 1 soft sell• 1 hard sell
• Personalized content goes a long way
Social Selling | Where are your customers? | Getting Started | Developing your rep | Q&A
#SocialSellingNow
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“Rep” = Thought Leadership
“A thought leader is an individual or firm that prospects, clients, referral sources, intermediaries and even competitors recognize as one of the foremost authorities in selected areas of specialization, resulting in its being the go-to individual or organization for said expertise.”
Social Selling | Where are your customers? | Getting Started | Developing your rep | Q&A
“A thought leader is an individual or firm that significantly profits from being recognized as such.”
Source:What is a Thought Leader?Russ Alan Prince, Bruce Rogers, Forbes, 3/16/2012http://www.forbes.com/sites/russprince/2012/03/16/what-is-a-thought-leader/
#SocialSellingNow
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Developing your social selling “rep”
Reputation matters in sales, especially on LinkedIn
Become known as a thought leader
Consistently share material that informs, educates, helps, and even entertains. The key here is being valuable!
Yehuda Cagen$100K new business
Sander Biehn@sanderbiehn$47 million new contract
Social Selling | Where are your customers? | Getting Started | Developing your rep | Q&A
Source: Social Selling with the Sharks Presentation 2013http://slidesha.re/OVPvwX
#SocialSellingNow
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Q & A
Social Selling | Where are your customers? | Getting Started | Developing your rep | Q&A
#SocialSellingNow